中文摘要……………………………………………………………………………Ⅰ Abstract……………………………………………………………………………Ⅱ 目录………………………………………………………………………………IV 1绪论........................................................................................................................1 1.1问题的提出及意义.........................................................................................1 1.2研究内容与方法.............................................................................................3 1.3研究的创新之处.............................................................................................4 2文献综述及相关的理论基础....................................................................................5 2.1国内外景区营销研究现状.............................................................................5 2.2相关理论基础.................................................................................................8 3南昌梅岭风景名胜区营销现状..............................................................................12 3.1南昌梅岭风景名胜区概述及营销现状.......................................................12 3.2省内外同类景区的营销模式分析..............................................................14 4研究设计..................................................................................................................16 4.1访谈对象选定...............................................................................................16 4.2问项开发.......................................................................................................17 4.3资料收集和人口统计学特征.......................................................................18 5结果分析与讨论......................................................................................................21 5.1梅岭风景区营销理念分析...........................................................................21 5.2梅岭风景区营销组合策略分析...................................................................23 5.3梅岭风景区营销流程分析...........................................................................31 5.4景区营销SWOT分析.....................................................................................37 6南昌梅岭风景名胜区营销模式优化策略..............................................................42 6.1多种途径宣传，打造景区品牌...................................................................42 6.2合理规划开发，形成核心竞争力...............................................................43 6.3加强景区管理，完善营销渠道...................................................................44 6.4改进营销模式，保障营销效果...................................................................46 7结论与展望..............................................................................................................48